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Jan 20 2012 10:30 AM ET

Max Irons Regrets Wearing ‘Psychedelic’ Undies

Max Irons Macy's INC Collection Ads
Courtesy Macy’s INC

Max Irons may be the first-ever celebrity ambassador for Macy’s private label, INC, but that doesn’t mean the 26-year-old always takes a perfect photo.

“There’s this picture of me once, I had white hair at the time, for a play,” he tells PEOPLE. “I was forced into it,” he continues. “I spent all my time in psychedelic underpants with blonde, block hair with a blue stripe down the middle. I’ve seen myself in a few situations trying to look rather serious with that look and it’s terrible. I’ll never do that again.”

Mind-bending undies aside, these days you’re more likely to catch the actor wearing all black. “I never like to overdo things,” he says, gesturing to his slim-cut INC suit. “I suppose I am a moody dresser.”

In a video for the collection, which hits stores Jan. 23 and ranges from $49-$129, the star elaborates on his affinity for the brand. “What’s great about the INC collection is that it’s got everything I look for: clean lines, excellent quality; it’s about being unique in an understated way.”

Jan 18 2012 02:00 PM ET

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Mia Wasikowsa Blooms in New Miu Miu Ads

Miu Miu Fashion Ad with Mia Wasikowska
Courtesy Miu Miu

From a softspoken wallflower in The Kids Are All Right to the whitewashed title character in Alice in Wonderland, Mia Wasikowska’s good looks have rarely been front and center — until now!

As the new face of Miu Miu’s spring 2012 collection (previous ambassadors include Hailee Steinfeld and Katie Holmes), photographer David Sims reveals the subtle actress’ inner diva.

“Demure like a rococo lady, electrified hair braided with velvet roses, Mia Wasikowska oozes a contradictory charm,” says the brand’s release. From her romantic updo and liquid liner to matte lips and magpie styling, it’s safe to say the indie darling’s wallflower days are numbered.

–Justine Harman

CHECK OUT MIA AND MORE STARS IN ‘WOULD YOU WEAR THESE TRENDS?’

Jan 18 2012 09:30 AM ET

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‘Pretty Little Liars’ Ladies Get Beautiful for Bongo

Bongo Ad Lucy Hale, Ashley Benson
Courtesy Bongo

Move over, Audrina: there are two new Bongo girls in town. Pretty Little Liars stars Lucy Hale and Ashley Benson are stepping into the roles of Bongo spokeswomen, following in the fashionable footsteps of Audrina Patridge, Kim Kardashian, Nicole Richie and Liv Tyler.

“You couldn’t have wiped the smile of my face if you tried,” Hale tells PEOPLE. “It’s incredibly flattering.” Adds Benson, “I couldn’t be happier to be a part of this amazing line.”

Bongo, which produces junior apparel, girls’ apparel, swimwear, footwear, handbags, watches, jewelry, eyewear and accessories, is available in Sears stores and Kmart; therefore, Hale will appear in Sears marketing and Ashley will front the Kmart ads.

“Ashley and I are going through a lot of things together,” Hale says. “It’s a lot to take in, so it’s fun to have someone to share the experience with.”

Jan 17 2012 07:00 PM ET

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Kate Hudson Glows in Her First Ann Taylor Ads

Kate Hudson for Ann Taylor
Courtesy Ann Taylor

We thought Kate Hudson was already pretty busy — she has two young sons, a jewelry line and an endorsement deal with Almay — but the actress is adding another bullet point to her résumé now as the new face of Ann Taylor.

Joining stars like Demi Moore, Heidi Klum, Katie Holmes and Naomi Watts, Hudson was tapped to continue the company’s focus on “celebrating modern women of substance, style and success across every generation,” according to a release.

“I am thrilled to collaborate with Ann Taylor this spring,” adds Hudson. “I love fashion, and their new spring collection is so stylish and hip and colorful!” Often noted for her boho-chic style, Hudson says that as a young girl she “looked up to the sophisticated style of Ann Taylor, so it’s been very cool to see how the brand has evolved to meet the changing needs of modern women.”

Jan 17 2012 10:30 AM ET

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Rihanna’s Sexy New Armani Ads Unveiled

Rihanna Armani
Courtesy Armani

Modest? Not so much. Rihanna is proudly flaunting all of her assets in her newest round of ads for Emporio Armani Underwear and Armani Jeans.

The singer — originally tapped as the face of the fall/winter 2011-12 campaign and just announced as the returning face for spring/summer 2012 — strips down to a lacy bra and panty set and a perfect pair of jeans in her latest photos. Past ads have been equally as steamy, with the singer pulling a quick change in the backseat of a car. She recently designed some items for the brand, too, including T-shirts, jeans and a leather jacket.

Jan 11 2012 09:00 AM ET

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Kate Winslet: ‘You Don’t Have to Be a Size 2′

Kate Winslet St. John Ads
Courtesy St. John

For cynics who assume that all celebrity advertorials undergo extensive Photoshopping, check out this newly released image from Kate Winslet‘s spring campaign for St. John. Though the official version highlights the star’s face more than November’s sneak peek, it does not downplay her gorgeous curves.

“You don’t have to be a size 2, or even a size 4, to be able to wear these garments.,” Winslet gushes in a new video for the brand (below). “They fall so well and are cut for women with a shape. And of course I love that,” she says. “That’s me all over.”

Jan 06 2012 06:00 PM ET

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Blake Lively Backlash? Fashion Ads Going Indie

Alice Dellal takes Blake Lively's role as face of Chanel
Lucas Jackson/Reuters/Landov; PR Photos

While 2011 was the year of Blake for Chanel, Rihanna for Armani and Demi for Ann Taylor, many retailers are introducing lesser-known faces for spring 2012 campaigns.

WWD recently confirmed the appointment of Alice Dellal as the face of Chanel’s Boy collection. Best known for her half-shaved head and punk rock band, the British model is noticeably edgier than Lively, who fronted the collection’s Mademoiselle handbag range. “Alice Dellal represents the perfect incarnation of all that is unique about the Boy Chanel handbag collection, which strives [to be] far from conformist notions of femininity,” brand reps told the trade publication.